Taking the festival experience beyond the big screen.

CIFF - Campaign

01

Year

2013-present

Client

Calgary International Film Festival

Challenge

Over a decade of putting smiles on the faces of film fanatics.

The Calgary International Film Festival (CIFF) has been a mainstay of Calgary’s film and arts scene since 2000. After over a decade of putting smiles on the faces of film fanatics across the city, CIFF wanted to expand its audience by creating a festival experience that appealed to the casual fan as much as the connoisseur.

Audience

A cast of thousands.

At a film festival the shared experience of the audience is as important as the films themselves, so we positioned CIFF as a festival where the audience is the star of the show.

03

Strategy

A tight focus on the future.

For the past two years of CIFF, our campaigns revolved around the audience from both a creative and media perspective. Our creative spoke to the deeper truths behind why we watch movies, which enabled us to find the common ground between Michael Bay and David Lynch and bridge the gap between casual and hardcore film fans.

Using look-a-like targeting on Facebook, we were able to identify people with similar interests to past festival attendees and match our messaging with their unique tastes. Horror fans got horror movie ads. Documentary fans got documentary film ads. And Adam Sandler fans… well, we tried our best.

Highlights

Lights, camera, interaction.

The most notable feature of our campaigns is their full integration across all media. From digital and social to swag, cinematic trailers and guerilla craziness, every element hangs together like grips at a craft services table. It makes for a comprehensive, immersive and eye-catching experience every season.